Spotted: A Chat with Branding Agency Mechanica

Mechanica was purpose built 11 years ago to solve problems and create opportunities for Restless Marketers.

Today’s ambitious marketers are restless out of necessity rather than choice. A restlessness brought about by an exponential increase in the rate of change that is fast transforming every marketer’s competitive, technology, consumer and marketing landscape. Mechanica serves Restless Marketers through being strategically based, creatively expansive and humanly fixated.

Does your agency have a cool origin story?

Eleven years ago, three Mullen Principals (Head of Strategy, Head of Design and Creative Director) locked themselves in a carriage house barn for several weekends in a row to “rethink the mechanics of branding.” The result was that we came to believe in the need for a very different kind of agency model, and several months later, we all left Mullen to launch Mechanica.

Mechanica represents a carefully crafted alternative to the fundamental limitations of existing ad agency and brand consultancy models. It was born out of the belief that the structure of today’s agencies and consultancies is largely the result of tradition. A tradition where, all too often, existing infrastructure predetermines solutions. A limitation that ignores the realities of what it takes to create compelling brand experiences in today’s consumer and competitive environments.

The Mechanica working relationship involves a tightly integrated mix of senior strategists, creative directors and project managers (30 full-time “Mechanics”) wedded to an open, network-based model of execution. The brand experiences resulting from this very strategic, guided collaboration provide our clients with a greater range of relevant insights, more actionable strategies and the unique comprehensiveness of execution required to create relevant, distinctive and profitable brands and businesses.

Most interesting physical thing in your office?

A turtle that is always pointing North, combined with every form of coffee making equipment ever made, plus a couple cacti.

Daniel is THE marketing guru at Agency Spotter. He holds a degree in Journalism from Georgia State University and has worked in the startup world ever since graduating. When Daniel isn't tearing up the marketing scene, you can usually find him playing basketball or enjoying a delicious bowl of Chipotle...

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